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Employee Surveys Administered Online

Attitudes Toward the Medium, Nonresponse, and Data Representativeness

North Carolina State University

Eric A. Surface

Surface, Ward, and Associates

This field study of military and civilian workers offers a multimethod approach for studying nonrespondents while investigating (a) how employees feel about taking surveys online, (b) whether dissatisfaction with Web-based survey media discourages response, and (c) the representativeness of attitudinal data produced by workers who opt to complete an online climate survey. Results suggested that employees were not as comfortable with Web-based surveys as suggested in previous research. Moreover, issues pertaining to the online medium discouraged workers from completing the Web-based climate survey. Additional factors driving active and passive nonresponse were also uncovered. Overall, those who did and did not complete the survey held similar views of organizational climate. Results are discussed in terms of the factors driving nonresponse bias.

Key Words: employee attitudes • Internet • nonresponse bias • online personnel surveys • survey response rates

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